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Transgenerational Marketing : Evolution, Expansion, and Experience
Examines the evolution of marketing scholarship over generations from Marketing 1.0 to 4.0. It argues that most firms look to gain competitive advantage in the marketplace by driving tactical moves, inculcating small cost-effective changes in marketing approaches. Often, strategic choices of companies lean towards developing competitive differentiations that enable consumers to realize the value of money, causing loyalty shifts in the competitive marketplace. The book focuses on the consumer as the pivot of marketing and argues that the consumer serves as a bidirectional channel during pre-and post-purchase period.
The digital marketing handbook : Deliver powerful digital campaigns
Guides the reader step by step through building, implementing and optimizing the components of digital marketing such as SEO, social media content, paid search and display advertising. Features practical tips, examples from brands including Google and Amazon, platform recommendations and common pitfalls to watch out for
Fundamentals of business-to-business marketing : Mastering business markets
Gives a comprehensive overview of the key principles of business marketing. The reader will be introduced into methods and theories in order to understand business markets and marketing better. Not only are the principles of business marketing addressed, But also deep knowledge of organizational buying and market research on business markets. The book sets the stage for developing marketing programs for business markets in their different facets.
